The Influence of Culture on Responses to the Globe Dimension of Performance Orientation in Advertising Messages – Results From the U.S., Germany, France, Spain, and Thailand

Sandra Diehl, Saarland University, Germany
Ralf Terlutter, Klagenfurt University, Austria
Barbara Mueller, San Diego State University
This study proposes a conceptual framework for cultural influences on the perception and evaluation of a standardized international advertising message incorporating a performance-oriented appeal. Performance orientation is one of the cultural dimensions outlined in the GLOBE investigation (Global Leadership and Organizational Behaviour Effectiveness Research Program) (House, et. al., 2004). Drawing upon literature on performance orientation, as well as reference value theories, hypotheses are developed regarding the influence of individual level as well as societal level performance orientation on the perception and evaluation of a standardized performance-oriented advertisement. Data employed to test the conceptual framework stems from a survey of 698 consumers in the United States, Germany, France, Spain, and Thailand. Overall, preliminary results from the study support the model. Implications for the use of performance-oriented appeals in international advertising are discussed.
[ to cite ]:
Sandra Diehl, Ralf Terlutter, and Barbara Mueller (2008) ,"The Influence of Culture on Responses to the Globe Dimension of Performance Orientation in Advertising Messages – Results From the U.S., Germany, France, Spain, and Thailand", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 269-275.